When planning a social marketing campaign, several elements are taken into consideration. For example, several key elements would be studied while developing “Social Marketing Ps” for the water use management industry:
Facts always are appreciated by targeted audiences – as long as the facts are simple and easy to remember.
1) Product – For perceived intangible ideas like environmental and water use restrictions, people must perceive that they have a genuine problem and that the product offering is a good solution. Here we discover public perceptions and determine how important people feel it is to take action.
2) Price – What must the public do in order to obtain the product? The “cost” may require individuals to give up intangibles, such as time or effort, or risk embarrassment and disapproval of their peers, friends and neighbors. If the benefits are perceived as greater than the cost, than chances are the adoption of the product is much greater.
3) Place – Place refers to decisions about how the public is reached with information or training. This may include running campaigns in healthcare offices, shopping malls, mass media or personal demonstrations. Place also determines how to provide the offering and quality of the service. Determine the... [continues]
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(2011, 03). Times of India. StudyMode.com. Retrieved 03, 2011, from http://www.studymode.com/essays/Times-Of-India-609481.html
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